Brand’s New Role In B2B Marketing

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As B2B organizations rewrite their marketing playbooks, many are doubling down on brand. While some believe that requires getting into the core of the business and revisiting brand values and mission statements, others believe brand merely reflects how tactics are deployed through voice, tone/style and creative guidelines.

A company’s brand encompasses everything from Zoom backgrounds to website content, so it’s important that brand experience is unified across all channels. As a result, an organization’s branding should be at the forefront of marketing strategies. 

With brand coming into the spotlight as a key investment in 2021, it’s time for leaders to level set and determine what brand really means in B2B. In this session replay from the B2B Marketing Exchange in February,  Alicia Esposito, G3 Communications’ Director, Content + New Media, led a panel discussion with‘s (formerly ClimaCell) Cara Hogan and Conductor‘s Allie Bhutani that revolved around the ins and outs of brand creation and management.  

Listen in to this week’s episode of the B2BMX Podcast as our guests answer some key questions, including

  • What does a head of brand really do?
  • What does brand encompass and who plays a role in implementing it?
  • What role will it play in 2021 and beyond?
  • What strategic questions will B2B firms need to ask to assess and refine their brand effectively?

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